Pengaruh Destination Image, Digital Marketing, dan Electronic Word of Mouth (E-Wom) terhadap Keputusan Berkunjung Wisatawan Ke Pantai Randusanga
DOI:
https://doi.org/10.55606/cemerlang.v5i2.10468Keywords:
Destination Image, Digital Marketing, Electronic Word of Mouth (e-WOM), Randusanga Beach, Visiting DecisionAbstract
This study aims to analyze the influence of destination image, digital marketing, and Electronic Word of Mouth (e-WOM) on tourists’ visiting decisions to Randusanga Beach. The research is motivated by the decline in tourist visits, which is suspected to be associated with an unfavorable destination image, suboptimal digital promotion, and negative reviews on social media. This study employed a quantitative approach using multiple linear regression analysis. The sample consisted of 100 tourists who had visited Randusanga Beach, selected through purposive sampling. Data were collected using questionnaires and analyzed to determine the partial and simultaneous effects of the independent variables on visiting decisions. The results show that destination image and e-WOM have a positive and significant influence on tourists’ visiting decisions. In contrast, digital marketing does not have a significant effect on visiting decisions. Simultaneously, destination image, digital marketing, and e-WOM have a significant influence on tourists’ visiting decisions. These findings indicate that tourists’ perceptions of the destination and information shared through Electronic Word of Mouth play an important role in shaping visiting decisions. Therefore, improving the destination image and encouraging positive e-WOM may support efforts to attract tourists to Randusanga Beach, while digital marketing requires further optimization to increase its effectiveness.
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Copyright (c) 2026 Hanifah Mahry, Roby Setiadi, Dwi Harini, Slamet Bambang Riono, Syariefful Ikhwan
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